Emaar to Manage Dubai Frame


Real estate giant Emaar has signed a memorandum of understanding (MoU) with Dubai Municipality to market and promote the latest landmark, Dubai Frame, which is set to open next month.

As per the agreement, the company will provide guidance on the operation of the premises and advise on the selection, recruitment, appointment and training of staff, in addition to providing suggestions and recommendations regarding the promotion and appropriate customer tour in the area in order to provide the best experience to

The agreement was signed by Eng Hussain Nasser Lootah, director general of Dubai Municipality and Ahmed Al Matrooshi, managing director of Emaar.

As per the agreement, Emaar will link visitor’s trips to the Burj Khalifa’s “At the Top” with Dubai Frame and offer the appropriate customer tour of the place to provide the best customer experience of Dubai Frame, which is expected to attract approximately two million tourists annually.

It will also make recommendations regarding a retail store at the site as well as advise its operational strategy, and selection of goods. Emaar will also give proposals for marketing and promotion activities, type and price of tickets, technical equipment and software as well as photography at the landmark.

“Dubai Frame is one of the unique projects that Dubai Municipality is keen to implement, which is an aesthetic icon and an architectural landmark that culturally connects the past with the present, and an important attraction for visitors, tourists and residents alike,” said Lootah, who added that Dubai Frame tickets will be electronic.

He said the claddings of Dubai Frame are made of stainless steel in golden colour. “We had first thought of having silver colour, but that was not giving the required aesthetic beauty of the structure. We have also coordinated with Dubai Civil Defence in ensuring the safety of the structure,” said Lootah.

Al Matrooshi said the company will formulate a detailed plan for the promotion of Dubai Frame, taking cue from its experience with Burj Khalifa.

Dubai Frame or “Berwaz Dubai” consists of two towers of 150m height that are connected by a 93m bridge at the top. The space between the towers gives a pretty clear view of the city from a high altitude. On one side, it conveys the images and buildings of Sheikh Zayed Road, to symbolise the modern city of Dubai, while the other side of the Berwaz includes landmark areas of Deira, Umm Hurair and Karama, which symbolise the old Dubai.

The concept takes the visitor on a journey through time, starting at the mezzanine level, where visitors enter into an immersive experience representing the Past history of the city. Projections, mist effects, smells, and motion create the immersive mood setting of the space. The Past Dubai Gallery embodies the idea of the project and tells the story of the evolution of the city and its past, and shows the old city using the most modern and updated means of presentation that contributes to the creation of a favorable environment that suits the comprehensive boom witnessed by the city of Dubai.

After that, the visitors are directed to the second experience on the Sky Deck level that represents the Present of Dubai. The visitors will be experiencing uninterrupted views of Dubai from all sides, Old Dubai to the north, and New Dubai to the south. This is supported by interactive applications such as augmented reality activated screens, whereby the visitor can identify different buildings and landmarks, by exploring interesting facts or observing buildings and landmarks in the third dimension. Modern technologies are used to represent different aspects of the present Dubai, such as architecture, economy, and infrastructure.

The next experience is on the other side of the mezzanine level, where the visitor can see the Future Dubai Gallery. The concept of this gallery is to depict Dubai 50 years from now into the future by creating a virtual metropolis through interactive projections and virtual reality technology. The visitors will exit the elevator onto the mezzanine floor to pass through a vortex tunnel with special lights and sound effects. The idea is to create an illusion of time travel through a warp vortex and arriving into the city 50 years ahead.

An immersive ‘Virtual Metropolis’ experience is created on the walls by means of interactive projections, light and sound to create the city of the future. The scenes would depict the city’s evolution after 50 years, new projects, how people would travel, live etc.


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